Japan: Dentsu Ad Expend up for first time in 5 years

Advertising expenditures in Japan rose for the first time in five years, recording 3.2 per cent growth between 2011 and 2012, according to the latest figures from Dentsu. 

Denstu’s annual report of advertising expenditures showed spend in Japan totaled around US$63 billion (5,891.3 billion yen) in 2012, buoyed by healthy spending in traditional media.

A strong recovery in ad placements pushed spending in the traditional media up by 2.9 per cent to  exceed the level achieved in 2010 before the earthquake and tsunami hit eastern Japan.  

Broken down by medium, expenditures were higher in television (up 3 per cent), newspapers (up 4.2 per cent) , and magazines (up 0.4 per cent). But radio did not see the same growth, with the medium recording a 0.1 per cent decrease in expenditure.

Satellite media-related spending also posted double-digit growth (up 13.7 per cent), boosted by placements related to the London 2012 Olympic Games. Internet advertising also posted strong gains of 7.7 per cent.

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Overall, expenditures grew in 16 of the 21 industry categories, with automobiles/related products and information/communications sectors posting double-digit gains. Beverages/cigarettes also recorded a 7 per cent increase, related to beauty and energy drinks, lactic acid drinks, and carbonated beverages.